Waitrose launches romcom-led festive campaign

Waitrose is positioning itself as a food entertainment brand for 2025 with a four-minute romantic comedy created by Wonderhood Studios and supported by MG OMD. The short film, titled The Perfect Gift, anchors the supermarket’s seasonal campaign and takes inspiration from the release strategy of a Christmas romcom.

The story features Joe Wilkinson as Phil, returning after his role in the 2024 festive campaign. Phil, a widower, encounters Keira Knightley at the Waitrose cheese counter, sparking an unexpected connection over Sussex Charmer Mature Cheddar.

Romantic comedy format guides campaign structure

The film follows the pair through a light-hearted montage of their blossoming relationship until Phil discovers a mysterious gift addressed to Knightley from someone called Mark. Unsure how to express his own affection, he turns to his mother, who reminds him that “cooking for someone is love”. Phil then prepares a pie based on Knightley’s family recipe, which inspired the Waitrose No.1 Festive Turkey Pie.

The narrative underscores the idea of expressing care through food and emphasises the role food plays in bringing people together during the holidays.

Keira Knightley and Joe Wilkinson front the film

Keira Knightley: “I love food, and so when I received this script where I get to fall head over heels in love over a shared love of cheese, I couldn’t turn it down! I adored working on this silly, fun and delicious film with Joe and I hope those watching it fall in love too.”

Joe Wilkinson: “It was great to be back with Waitrose for their 2025 Christmas campaign. This year, Phil got to enjoy both the love and the food he truly deserved. As you can imagine, it was tough having to eat the delicious Waitrose food and falling in love with Keira, but I just got on with it, like the trooper I am!”

Talent Republic, led by Anne Batz, brought together the partnership between Knightley and Wilkinson.

Homage to British romcoms

The soundtrack features She’s a Star by British band James, reinforcing the film’s upbeat tone. Writer and director Richard Curtis described the film as “sweet as pie”.

Nathan Ansell, Chief Customer Officer, Waitrose: “When it comes to Christmas, delicious food and drink play a central role in bringing people together and helping us show affection. This year, we welcomed British heroine, Keira Knightley, and Waitrose’ favourite, Joe Wilkinson, to help us show Food Lovers how to ‘say it with food’. Our four minute Christmas film – an industry first – pays homage to the seasonal romantic comedy tradition, celebrates the exciting and elevated Waitrose festive food offering, and adds a little more of that warm, fuzzy feeling to the holiday season. It’s the perfect gift from Waitrose, to you.”

Directed by Molly Manners and produced by Biscuit Filmworks, the project draws on familiar British romcom themes.

Manners: “What a privilege to be invited in by Waitrose and Wonderhood to tell this emotional rollercoaster of a love story. We had such a great time making this miniature romcom with food as a love language deep at its heart. The combination of Keira Knightley and Joe Wilkinson is completely magical in such an unexpected way, I hope they knock your socks clean off, as they did mine.”

Wonderhood Studios leads creative approach

The core idea was developed by Wonderhood creatives Jen Ashton and Oli Short.

Jack Croft and Stacey Bird, Executive Creative Directors, Wonderhood: “Working with a brand like Waitrose on our first Christmas campaign has been a genuine privilege and a true creative partnership from start to finish. From day one, we all rallied around a single, joyful idea, brought to life through every part of the customer journey, whether it’s the epic movie style trailers and posters featuring our delightful duo, right through to the romcom inspired quotes on the customer service t-shirts worn on the shop floor. We simply could not be more excited to release this perfectly plotted romcom onto the British public.”

Multi-platform rollout builds anticipation

Alongside the main film, 60- and 30-second versions will run across television, social and digital channels as trailer-style teasers in shows including Coronation Street, Gogglebox and 1 Percent Club. MG OMD led media planning and buying.

OOH, product films and podcast episodes expand reach

Out-of-home executions adopt the look of movie posters featuring the campaign’s lead characters. Additional product-focused films highlight festive lines such as Waitrose No.1 Golden Mince Pies With Limoncello, Waitrose Hickory Smoked Salmon and items from the Waitrose Party Food range. Further activity spans radio, press, POS and romcom-themed T-shirts for staff.

Knightley and Wilkinson will also appear in separate episodes of the Waitrose Dish Podcast, while content creator Max Balegde interviews both in press-junket-style social content.

www.waitrose.com

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